The NBA is a brand with worldwide recognition dating back to its founding over 50 years ago. The way the game of basketball has been played has changed over years, but the NBA has consistently proven its appeal with fans and players alike. As technology has changed the way consumers interact with brands, the league designed the NBA app as a way to connect with fans off the court.
With thirty teams and millions of fans around the globe, the NBA had to find a way to provide customized in-app content, delivered in real-time. And with so many different types of content, in the form of text, photos and videos, finding a cohesive way to share custom content, depending on a user’s location, was a real challenge that could’ve taken months of development time. Previous versions of the app did not provide granular customization and did not allow them to properly showcase all relevant content in a meaningful way. With the newest version, they wanted to ensure a unique and compelling experience for every app user.